You might want to sit down – we have some bad news. You know the denim jean? That timeless staple of the male wardrobe? Well, due to the large volume of water used in the indigo dying process, it’s one of the most environmentally polluting garments on Earth.
You can stand up again, though – we’ve got some good news. Iconic crocodile-toting fashion brand Lacoste is behind a new, eco-friendly denim range.
Bypassing the traditional, planet-damaging treatments usually involved in the creation of jeans, the label has developed an ‘Ozone’ technique to create its new collection, which eliminates the release of chemicals into water, and reduces atmospheric pollutants by a huge 65 per cent.
Priced at £99 per pair, the trousers are available in a traditional five-pocket, straight-leg cut, and you’ll find Lacoste’s famous crocodile embroidered on the back pocket. Thanks to the brand’s environmentally conscious innovation, the logo’s real-life reptilian equivalents can now splash about in cleaner waters. Excellent work all round.